Abstract: Against the backdrop of increasingly interconnected global cultural exchanges, the forms of cultural consumption have become more diverse. Using a large-scale inter-national questionnaire survey and structural equation modeling, this study explores the relationships between different dimensions of individual cultural intelligence, ethnocentrism in cultural consumption, and media exposure. The findings reveal that cognitive cultural intelligence and behavioral cultural intelligence are positively correlated with ethnocentrism in cultural consumption, while motivational cultural intelligence shows a negative correlation; metacognitive cultural intelligence, however, demonstrates no significant relationship—The “halo effect” observed in previous studies is thus debunked. In inter-cultural consumption, individuals tend to compare their native culture with others, forming evaluative attitudes that follow a progressive path of “respect-understanding-acceptance”. Yet, reaching the “acceptance” stage often necessitates overcoming cultural barriers. Higher cultural intelligence enhances people’s awareness of unfamiliar cultures but seldom fundamentally alters preexisting attitudes; it may even strengthen identification with one’s native culture, leading to ethnocentrism. Additionally, the study finds that different forms of media exposure positively moderate the relationship between cognitive cultural intelligence and ethnocentrism in cultural consumption, with social media exerting a stronger effect than traditional print media.

Key words: cultural intelligence, inter-cultural consumption, ethnocentrism, media exposure